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Macrotrends

Geomarking

... Ys are putting a local spin on global phenomena to celebrate their region while simultaneously acknowledging their connection to shared international culture. While communities throughout history have taken pride in flaunting their local flavor, never before has a generation been able to do so on such an international scale, nor as rapidly. Now, when Global Ys (GYs) want to celebrate their local identity, the world is their audience. They’re accomplishing this goal by taking a concept that ...

Universal Invite

... Ys demand for media, marketing, and concepts to be globally inclusive, allowing them to communicate and share across language and cultural barriers.Global Ys (GYs) are the most diverse and multicultural generation, a reality that has inspired an unprecedented height of tolerance, open-mindedness, and inclusivity among its members. Indeed, GYs are increasingly blurring and dissolving race and gender boundaries, and leading the charge to create an even more open and accepting culture. Because ...

#RichKidsOf...

... often wear layer upon layer of the clothes—even wearing multiple pairs of pants at times—as a less-than-subtle display of just how much they can afford to spend on such frivolities. Moreover, they participate in elaborate dance-offs in which they sometimes burn money and purposefully ruin their clothes to show off that they can afford to do so. In China, nouveau riche Ys (dubbed fu er dai, or “Rich 2G,” by the Chinese media as a reference to their second-generation wealth) are also going the extra ...

The Omniculturals

... Young consumers around the world are more alike than different and they want brands to speak to them based on their shared global identity.Never before has there been a global youth population with such shared values, attitudes, and interests. Cultures collide on a regular basis, both in person and digitally—and among Global Ys (GYs), the result is more often communion than conflict. As such, we are seeing a shift away from multicultural marketing, instead leaning toward an Omnicultural ...

K-Pressure

... Ys in Asia are facing tremendous stress about societal expectations, creating a need for products and marketing that calms them and helps them cope.South Korea’s postwar economic boom and rapid industrialization has been aided by the government’s heavy investment in its young population. Young people are understood to be of critical importance to the country’s future; in fact, they are its very foundation. As young South Koreans have risen to be among the top performing students on ...

Fans Forever

... their favorite material from the past in a new wave of nostalgic fandom. Before the popularization of streaming content, it was much harder (and more expensive) to stay invested in content that had been taken off the air, or to revisit series, books, and movies missed the first time around. Viewers had to rely on cable syndication or wait on the release of DVDs and box sets. Services like Netflix have shifted the paradigm, making it ever easier to ignite one’s past fandom or develop a strong ...

Alt Pay

... Young consumers are going cash-free, opting for innovative payment systems and currencies.The rise of the cashless society has been speculated for years, but its onset has been somewhat slower than expected. Now, in light of stats suggesting that young people carry less cash than ever, we seem to have reached a tipping point in the transition to cash-free. In place of paper, there’s been an influx of innovative payment platforms that speak to a growing interest in Alt-Pay methods. We’re seeing ...

Beacons

... Beacon technology allows brands to push customized ads, information, promotions, discounts, and deals to consumers based on their real-time location.Growing worry about the effect of showrooming on brick-and-mortars’ bottom line has brands searching for new ways to incentivize and enhance in-store shopping. Beacons—Bluetooth-enabled transmitters that relay a signal to identify the location of nearby mobile devices—may soon provide the path. Once a consumer has opted into Beacon technology and ...

Through the Looking Glass

... An exploration of how Google Glass can impact young consumers' lives, including its effect on style, entertainment, and marketing.The Google Glass release date has not yet been confirmed as of press time, though insiders speculate that the device, as well as its very own app store, will hit the consumer market in 2014. However, thanks to those lucky few who were selected to be a part of the initial Explorer pilot program, some would-be Glass owners have already gotten to witness the game ...